What to Expect at CPHI Milan 2026
Make the most of your time at CPHI Milan 2026
CPHI Milan is back for 2026, bringing the global pharmaceutical community together at Fiera Milano from 6–8 October.
With thousands of pharmaceutical professionals and exhibitors from across the global supply chain coming together, there will be plenty to see, discover and, most importantly, people to meet.
But with such a busy three days, it can be easy to spend your entire trip moving from one meeting to the next without experiencing everything CPHI Milan has to offer.
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So, if you're heading to Milan this October, we've put together some of the things we'd recommend adding to your agenda – from networking opportunities and new areas of the show to some of the more unusual activities taking place across the event.
And, of course, if you're travelling to Milan, it's worth making some time to experience the city itself.
Meet the Orientation Marketing Team in Milan
The Orientation Marketing team will be at CPHI Milan 2026. Meet the team to discuss marketing opportunities for growth and development. Schedule a meeting with us.
Taste of Italy Tour 2026: Wednesday 7th October
Experience the vibrant flavours of Italy with the exclusive Taste of Italy Tour at CPHI. This unique offering invites you to discover regional food and beverages from across Italy as you explore participating exhibitor stands transformed into culinary destinations. Register now.
What to expect at CPHI Milan this year
1. Follow the CPHI Taste of Italy Tour
What's a trip to Milan without experiencing some authentic Italian flavours?
On Wednesday 7th October, Orientation Marketing is teaming up with CPHI Milan for the CPHI Taste of Italy Tour, bringing together Italian food, wine and networking for a unique experience on the show floor. Taking place from 5pm-8pm (local time), the tour will take you across 11 participating exhibitor stands, with each stop offering a carefully selected Italian wine and food pairing.
It's a chance to discover some of the companies exhibiting at CPHI Milan while meeting fellow attendees in a more relaxed and social setting, and of course, sampling some of Italy's regional flavours along the way.
Participating stands are located across Halls 6, 10 and 12, so pick up your Taste of Italy Tour brochure at one of the participating booths and start exploring. From Barolo and Brunello di Montalcino to Prosecco and Franciacorta, there's plenty to discover.
The Taste of Italy Tour takes place on Wednesday 7th October from 5pm-8pm (local time). Register your interest before the show and make sure you don't miss it.
2. Explore the Networking Playgrounds
Need a break from back-to-back meetings? CPHI Milan's Networking Playgrounds provide a chance to step away from the formal exhibition environment, have some fun and start conversations in a more relaxed setting.
With activities designed around fun and friendly competition, they're also a good way to meet people you might not otherwise cross paths with. Whether you're a strategic thinker or just looking for a laugh, there's something for everyone.
Keep an eye out for the Networking Playgrounds as you make your way around Fiera Milano.
3. Get involved in CPHI's networking events
Networking is one of the biggest reasons people attend CPHI, and the 2026 programme provides plenty of opportunities to make connections away from the exhibition stands.
From receptions and happy hours to dedicated networking events, there are plenty of ways to continue conversations after the show floor starts to quieten down.
The CPHI Celebration: Awards & Networking Party is another opportunity to get together with fellow attendees, while the programme includes further social events throughout the three days.
Take a look at the networking programme before you arrive and identify the events that are most relevant to you.
4. Try something a little different at the AI Tattoo Studio
Not every activity at CPHI needs to be about business meetings.
The AI Tattoo Studio is one of the more unusual additions to CPHI Milan 2026, giving attendees the opportunity to create a personalised AI-generated temporary tattoo. It's a fun way to experience some of the technology being showcased at this year's event while picking up a memorable, and temporary, souvenir from Milan.
Sometimes it's the unexpected things that end up being the most memorable part of a busy trade show, and our team will definitely be getting involved!
5. Take a look at the new zones
There is more to CPHI Milan than the traditional exhibition areas, with four new zones being introduced for 2026:
AI & Tech
Cold Chain & Logistics
Contamination Control
Labelling
The new zones reflect some of the areas currently developing across the pharmaceutical supply chain and provide another way to focus your time at the event.
If any of these areas are particularly relevant to your business, make sure you build them into your itinerary before you arrive rather than simply hoping you'll come across them while walking the show floor. With so much happening across Fiera Milano, a little planning can go a long way.
6. Take part in the CPHI Milan City Run
If you want to see a different side of Milan before the show gets underway, why not start your Wednesday with the CPHI Milan City Run?
Taking place from 6:30-7:30am on Wednesday 7th October, the 5K sunrise run starts at Piazza del Duomo, before taking runners through some of Milan's most recognisable landmarks and finishing at Parco Sempione.
The route takes in the Galleria Vittorio Emanuele II, Piazza della Scala, Piazza dei Mercanti, Piazza Affari and Castello Sforzesco, giving you the chance to see some of the city before the crowds arrive.
It's open to all CPHI Milan attendees, but places are limited to just 50 participants, so you'll need to register in advance.
If you're up for an early start, it's a great way to get some exercise, explore Milan and meet fellow CPHI attendees before another busy day on the show floor.
7. Take some time to experience Milan
It's easy to spend your entire trip between your hotel, Fiera Milano and the airport, but if you're travelling all the way to Milan, we'd definitely recommend making some time to see the city.
The Duomo and Galleria Vittorio Emanuele II are obvious places to start, while the Brera district offers a chance to explore some of Milan's historic streets, restaurants and cafés. If you're looking for something a little different, why not visit San Siro, home to AC Milan and Inter Milan? Or, if you only have a short amount of time, simply find a local café, order an espresso and enjoy a little bit of Milanese life between meetings.
If you are looking to make a long weekend around the event or even some timeout from the busy show atmosphere, here are our recommendations of attractions and places to visit in this lively and vibrant city.
Meet the Orientation Marketing team!
The Orientation marketing team will be present for the event and are there to network - to meet our clients and partners, as well as those who would like to know a little about our services. If you have some time, you could meet our team members to discuss marketing opportunities and avenues for growth - via PR and comms, media planning, content marketing, PPC, events or inbound marketing - as well as the publications we work with and what they can do for you.
Or, if you just want to meet us for a social - a coffee or a glass of wine or beer - we’re equally happy to hear from you! Please get in touch to arrange a meeting if you are attending the show.
For more on events in the pharmaceutical sectors, and how we can support you, see our section on events. And if you are attending CPHI Milan 2026, talk with one of our team members by booking a meeting.
